IMG Shares its Top Deals of the Year
IMG has shared some of its most successful deals from this year.
- TWILIGHT X COLOURPOP
ColourPop collaborated with Lionsgate’s iconic The Twilight Saga franchise to launch the Twilight X ColourPop makeup collection. Featuring moody shades inspired by the popular film, this collection includes diamond-like face and body highlighters that mimic Edward’s sparkling skin, vampy lip oils, eyeliners, and more. The collection sold out within minutes of its launch, highlighting the enduring resonance of movie franchises and their evergreen licensing appeal. This collaboration’s success also showcased how licensing can generate new revenue streams while engaging fans with fresh touchpoints.
- CHEETOS X PUMA
Earlier this year, Cheetos and Puma teamed up to launch a special edition footwear and apparel collection with NBA’s breakout star Scoot Henderson. Tapping into Cheetos’ fan-favourite Flamin’ Hot flavour, the shoes cut through the noise, emerging as the standout marketing moment of the NBA All-Star Weekend, generating over 435 million impressions, including organic engagement from noteworthy athletes and influencers worldwide. This collaboration highlights the rising popularity of licensing among F&B brands as they look to leverage their recognisable branding to expand lifestyle offerings.
- LAURA ASHLEY X NEXT
Laura Ashley relaunched its much-awaited fashion range, available at NEXT and online, in April 2024. The collection includes 47 pieces, ranging from dresses, blouses, skirts, trousers, shorts, and skirts. Laura Ashley’s iconic floral heritage prints are a prominent feature throughout the collection, evolving the classic Laura Ashley styles while still appealing to the growing consumer demand for vintage fashion. As a purely licensed brand, Laura Ashley is a compelling example of how strategic licensing can be a powerful tool for brand rejuvenation. After the pandemic forced Laura Ashley into administration, licensing has given the brand a fresh lease on life, expanding its fashion, home, and lifestyle products both in the UK and abroad.
- DOLLY WINES
Dolly Parton continued to expand her award-winning licensing programme with Dolly Wines. Featuring Chardonnay, Rosé, Prosecco, and Sparkling wines, the range launched across retail stores in the US, UK and Australia this year. The wines have been a hit among fans and critics alike, with the Chardonnay receiving an exceptional 93 rating by The Wine Enthusiast’s 2024 Best of Year issue. This deal is the latest example of how licensing enables Dolly to combine her global appeal—ranking among the top 10% of most recognised figures in both the UK and US— with her passions to create engaging products and experiences for fans.
- FORTNITE X CROCS
Fortnite continued to set industry standards with a series of high-profile collaborations, including a striking new collection with footwear brand Crocs. Featuring bold designs and colours inspired by the game’s iconic characters, the limited-edition range includes the Battle Bus Crocs, Cuddle Team Leader Crocs and a unique Peely design with a zip replacing the clogs’ classic holes, allowing them to be peeled like a banana. This highly-anticipated collaboration brought together two of the most relevant brands in pop culture, further highlighting Fortnite’s universal appeal and rapid evolution into a lifestyle brand.
